Billboards Campaign

Client: Red Cross
Creative Firm: Inglefield/ Ogilvy & Mather Caribbean Ltd. - Port of Spain, Trinidad & Tobago
Creative Team: David Gomez - Executive Creative Director; Rory Moses - Associate Creative Director; Tricia Dukhie - Graphic Artist; Monica Kanhai - Senior Account Executive

The Red Cross wanted to promote volunteerism, and Inglefield, Ogilvy & Mather Caribbean Ltd., Port of Spain, Trinidad & Tobago, helped them with their mission by making their billboard campaign one hundred percent volunteer-produced. "No matter what your talent or skill, you can play a role," says senior copywriter Paula Obe. "All work for this campaign—from production, modeling, photography, copywriting and design—were done by people giving their talent, time and skills for free for the bigger picture." Typographically, the word VOLUNTEER and the copy intersect to echo the cross from the organization's logo. The U is red in order to stand out and focus on the target market, which Obe describes as "each and every person." Capturing the essence of each of those persons posed a challenge. "The closeup of the 'volunteers' facial expression had to evoke many emotions," says Obe. "The eyes of the models needed to capture in one glimpse that they have the power to uplift a society."